Transcript Who is Hoyt & Company? - Category Management Association

Hoyt and Company
Shopper Marketing Credentials
Who we are, what we do &
how we do it
January 20, 2010
“We help smart people get smarter.”
www.hoytnet.com
8912 East Pinnacle Peak Road • Scottsdale, AZ 85255
Phone (480) 513-0547 • Fax (480) 513-0548 • E-Mail: [email protected] • [email protected]
Contents:
 Who is Hoyt & Company?
 H&C’s Viewpoint on Shopper Marketing
 Chris Hoyt & Nancy Swift Bios
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Who is Hoyt & Company?
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Who is Hoyt & Company?
 CPG Marketing and Sales consulting since 1970 – over 60 of Top 100 Advertisers
 Industry-wide reputation as the leading boutique consulting and training organization on the
subject of Shopper Marketing – much of which is an outgrowth of Co-Marketing which Chris
Hoyt pioneered with P&G in 1993
• Virtually all leading manufacturers in the Cannondale Top 10 have modeled their SM
strategies and organizations on H&C recommendations
• Same with Customer Marketing Agencies in the Hub Magazine’s Annual Top 12 “Best-ofthe-Best” Shopper Marketing list (as voted by manufacturers)
• There is no aspect of SM that Hoyt & Company has not addressed specifically in one or
more projects over the past five years
 H&C is the only non-WPP company chosen by MVI to develop and moderate its annual SM
forums and Year-End Conferences (other WPP-owned divisions that MVI could have
chosen: Cannondale Associates, Glendinning Associates, Kantor Associates, Malone
Advertising, Ogilvy Action, Y&R, O&M and JWT)
 No-nonsense, non-theoretical approach – the result of having been there & done that
ourselves
 Although we worry a lot about thought leadership & helping our clients stay ahead of the
curve, our clients continue to affirm us by repeatedly coming back …
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Hoyt & Company Shopper Marketing clients since 2003:
CPG Marketers
CPG Marketing Agencies
 P&G
 Mars Advertising
 Kraft
 Ryan Partnership
 ConAgra
 RPM Connect
 Pepsico
 Catapult Marketing
 Kimberly-Clark
 Tracy-Locke Marketing
 Nestlé, USA
 Marketing Drive Worldwide
 Diageo
 Ogilvy Action
 Campbell’s Soup
 Zipatoni Marketing
 Pepperidge Farm
 Crossmark
 M&M Mars
 Draftfcb
 Coca-Cola
 MillerZell
 Clorox
 Moosylvania Marketing
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Verbatim feedback (April, ’09)
Thank you Chris and Nancy for forwarding the insights.
The buzz in our agency and with the Bacardi clients who attended your sessions is that your
entire program is phenomenal, enlightening, educational and time very well spent.
You both also have very good and complementary presentation styles that are engaging and
make all deep information you deliver in two days easy to decipher and retain.
Best,
Rod
Rodney Mason, CMO
314.644.7987 [direct] 214.578.6648 [mobile]
[email protected]
Moosylvania The Great State of Design
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Verbatim feedback (Nov. ’08)
Team:
Wanted to report back to you the collected feedback from the joint Shopper Insights and Shopper
Marketing Training:
 We had a 60% response rate as a total team so thank you all for the important feedback
 Of the respondents, there was 78% who felt the training was excellent and 22% who felt it
was good, no fair or poor responses so 100% top 2 box
 Some Positive Feedback: ‘Hoyt & Company was outstanding. Well put together, good blend
of concept and casework, review of process so all on common platform, interactive exercises
were very helpful, great opportunity to meet others share and learn, the Target store walk,
good balance of theory to practice, jump drive with all materials was awesome’
 Some Opportunity areas: ‘More examples of best practice shopper marketing
presentations/strategies from agency, have creative brief worked out ahead of time, include
more breaks or interactions earlier on to keep engagement high, too top down, more best
practice examples & interchange from other Shopper Marketing customer teams”
Jesse Spungin
Sr. VP, Shopper Marketing, ConAgra Foods
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Verbatim feedback (Oct. ’08)
Chris:
Thanks again for your presentation yesterday – it was everything anticipated and then some!
You did a great job of creating an awareness and initial understanding of Shopper Marketing
within our Marketing organization – thank you! In addition, you gave us some more great ‘food
for thought’ at lunch which the team is now digesting and incorporating into our thinking going
forward.
Chris, thanks again for your passion on the subject of Shopper Marketing and the wisdom you
have shared with us – it is sincerely appreciated!
Mark Scott
Sr. VP Shopper Marketing, Kimberly-Clark
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Verbatim feedback (Sept. ’08)
Chris,
I wanted to recognize last week’s presentation with a written note of thanks. Based on the client
reviews following the meeting, your presentation was the stand-out winner.
Our clients were energized by it, and you certainly helped open their eyes to what ‘good to great’
requires in Shopper Marketing. It was well conceived, well delivered, and sparked all the
conversation and controversy I had hoped. And nothing less than I expected from you guys.
Thank you, so very much.
I hope the rest of your weekend went just as well!
Peter (Cloutier)
President, Catapult Marketing
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Aspects of Shopper Marketing with which Hoyt & Company has had
specific, recent experience (all subjects of individual projects):
 On-boarding/Initial Education
 CatMan Integration
 Organizational restructuring
 Change Management
 Cross functional Process Development
 Aligning Consumer/Shopper Segmentations
 Competitive Benchmarking
 Opportunity Identification/Insight Development
 Marketing/Sales cross-training
 Leveraging/extending Equity
 Roles/Responsibilities by function/dept.
 Leveraging Trip Missions/Shopper Needs
 Customer Marketing Agency T&E
 Overcoming Purchase Barriers
 SM Brand/Customer Strategy Development
 SM-based Portfolio Marketing
 Measure-Learn-Change analytics
 SM-based Platform Marketing
 In-Store Messaging/Messaging Principles
 Aligning Incentives with SM objectives
 POS Development & Placement
 Path-to-Purchase Strategies
 Retail Departmental/Category Redesign
 Integrated Annual Planning
 When SM reports to Marketing …
 When SM reports to Sales …
 Understanding consumers as shoppers
 Please unconfuse me >>
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How we operate
 In business as Hoyt & Company since 1994.
 Two founding partners and principals (Nancy Swift and myself – background profiles
attached)
 Organized and structured for maximum effectiveness & quick turnaround:
• Belief in keeping business small and controllable to over-deliver on results
• Never take-on more than three clients at a time – average is typically two
• Occasional users of outside resources to keep overheads low and match skill sets to
requirements
 Because of current economic conditions, we have highly-qualified people checking in with us
regularly to see if there is work available
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How we differ
There are many consulting organizations today who can give excellent advice on many different
aspects of Shopper Marketing … but none has the experience of Hoyt & Company in helping
CPG Marketers quickly define and embed a Shopper Marketing process that works across an
entire organization and pulls all of its moving parts together toward a single, unified objective.
Why?
 H&C’s area of focus for past five years.
 No process = no Shopper Marketing. All else is conversation.
 Completely vetted: H&C has worked on most all process-related issues
 Designed to maximize ROI potential – 4 and 5:1, not 1.1 or 1.5:1
 Always evolving, based on lessons of most recent client & marketplace dynamics
 Our backgrounds enable us to understand the POVs of and communicate effectively with all
key stakeholders – Marketing, Sales and Key Retailers ~~
 Importantly, our sole focus on every project is not simply to deliver the “deliverables” but do
what is necessary to help our clients get results in the marketplace. (Often, this cannot be
anticipated in a proposal.)
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H&C’s Viewpoint on Shopper Marketing
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Definition:
“Shopper Marketing is understanding how one’s core
target consumers behave as shoppers … in different
channels and formats … and leveraging this intelligence
via business-based insights … to develop shopper-based
strategies & initiatives … ideally on a collaborative basis
… that deliver mutually balanced benefits … to your
brands, your key retailers and the mutual shopper.”
© Hoyt & Company, LLC 2009
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H&C’s Shopper Marketing viewpoint
 Strong belief that SM is fundamentally brand marketing in a retail environment
 Provides CPG marketers with a much needed but acceptable counter-balance to the
anonymity of Category Management in ways that can benefit all stakeholders
 Conversely, H&C does not believe that Shopper Marketing can be fully-leveraged as
an extension of Category Management because consumers do not establish
emotional connections with categories
 This is an inconvenient point of view for some because it requires making tough
decisions that can disrupt the culture of traditional approaches:
• Putting brand-trained people on Customer Teams and/or –
• Cross-training Sales to better understand Marketing and vice versa
• Changing incentives/reporting systems to change motivation/behavior
• Elevating Shopper Marketing (read: "retail”) to the same level of importance as
Brand Marketing
• Attitudinal paradigm shifts – for some, very different from what they learned in B School
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Derivation: Most Best Practice companies design their SM strategies &
programs to meet one or more of the following objectives:
 Make it easy for the mutual shopper to find and buy one’s brands.
 Extend the equity of one’s brands through the door of the store straight to the
point-of-sale (i.e., leverage shopper needs/capitalize on pre-store).
 Provide a source of differentiation for both your brands and participating retailers.
 Activate purchase at the point of sale by delighting, engaging and motivating the
mutual shopper.
 Tailor the above to align with the opportunities, objectives, limitations and protocols
of one’s top retailers.
 Pull together and leverage one’s power and scale in all of the above activities.
Implications:
 Shopper marketing is not just about promotion.
 SM encompasses the full range of strategies and devices necessary to market one’s brands
in the in-store environment.
 These can routinely include category management, reconfiguring adjacencies,
environmental redesign, packaging improvements, non-price messaging and in-and out-ofstore co-marketing – as well as promotion – in other words, any & all initiatives that help
achieve these objectives.
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Characteristics of Great Shopper Marketing Programs
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Retailer-specific – driven by common business issues & opportunities
Proprietary research – “I want to know about my baby, not all babies!”
Insight-driven initiative development – Consumer, Shopper, Retail Environment &
Retailer – within the framework of a strategic objective – e.g., extending equity,
leveraging shopper needs and/or overcoming purchase barriers – not “one-offs”
Clearly defined mutual target shopper and growth opportunities
Collaborative – client, agency & retailer – wherein all have a vested interest in
success ~
Drive measurable share & equity growth
Ownable & sustainable
Not just about “promotion” – reason for use of word “initiatives”
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Framework for Initiative Development – the Path-to-Purchase Continuum:
IN-STORE
PRE-STORE
Predisposition
SHOPPER NEEDS
PURCHASE BARRIERS
PURCHASE BARRIERS
SHOPPER NEEDS
Path-to-Purchase Strategies:
 Capitalize on Predisposition to Buy
 Understand & leverage Shopper Needs
 Anticipate & overcome Purchase Barriers
 Vector all resources to win at the POS
 Insure mutually balanced benefits
© Hoyt & Company, LLC 2009
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POS
Pulling it all together – how business-based insights lead to eventual
activation – key steps in the process:
Shopper Marketing develops strategies, determines nature or objectives for initiatives, finalizes Customer
Plan, then turns over to Agency to develop specific executions that align with the strategies outlined in the
Plan:
Shopper
Marketing’s
Role
Retailer/
Customer
Insights
Needs
Barriers
Equities
Close
 Right Strategies
 Right Initiatives
 Right Customer Plan
POS
En route
At the Store
At Home
POS
Agency develops initiatives/executions
© Hoyt & Company, LLC 2009
At the Store
Creative
Brief & Shopper
Proposition
En route
At Home
Brand
Insights
Opportunities
Shopper
Insights
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Implementation
Shopper Activation
Chris Hoyt & Nancy Swift Background
Profiles
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Chris Hoyt
 Hoyt & Company
President & Founder
 Ogilvy & Mather
Senior Partner/Managing Director, O&M
Consulting & Client Services
 Strategic Resource Group
President & Founder (sold to O&M)
 Glendinning Companies
EVP & Corporate BOD, President, Glendinning
Associates Consulting, President & Founder,
Glendinning Sales Consulting
 Clairol Division of Bristol-Myers
VP Marketing, HC&T, Director of Sales
Promotion, HC&T, National Sales Manager,
HC&T, Manager of Sales Planning &
Administration, Corporate, Regional Sales
Manager, HC&T, San Francisco
 Procter & Gamble
Brand Associate/Group Product Manager,
BS&HCP, Brand Manager, PS&D, ABM, Case
Soap Department, District Manager, BS &
HCP Baltimore-Washington
Sales Merchandising Assistant, Case Soap,
Cincinnati & Section Salesman, Harlem &
Bronx, NYC
 Princeton University
A.B. Philosophy & Mathematics
Phi Beta Kappa
Magna Cum Laude
Fulbright Scholar
REPRESENTATIVE CLIENTS
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Acctech Cmptr Accessories
Allergan, Inc.
Ameritech Publishing Company, Inc.
Anheuser-Busch
Avery Dennison
Bank of Montreal
Bausch & Lomb
Beatrice Foods Corporation
Benson & Hedges Canada
Boerner Brokerage Company
Campbell Mithun Esty
Carter Products Div. of Carter-Wallace
Catalina Marketing
Catapult Marketing
Cigna HMO Division
ConAgra Foods
Miller/Coors Brewing
Culinar
Dad's Products Company
Danone Groupe/Evian Water
Drake's Cakes
Eveready Battery Company
Fiji Water
Frito-Lay
G.D. Searle Company
Haagen Dazs Division of Pillsbury
Hanes Knitwear
Honeywell Pentax Corporation
J. M. Smucker Company
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Kimberly-Clark
Kraft Foods
Marcal Paper Mills
M&M Mars, Inc
Mars Advertising, Inc
Microsoft Corporation
Moosylvania Marketing
Mott's USA
Nestle, USA
Obagi Medical Products
Popsicle, Inc.
Procter & Gamble
Provencial Bank of Canada
Ralston-Purina Company
Rayovac Corporation
Reebok International
Ryan Partnership
S. B. Thomas Company
Sara Lee Corporation
Sealy, Inc.
Shulton
STP Corporation
Stemilt Growers
Stouffer Frozen Foods
Swift & Company
TracyLocke Marketing
Wagner Electric Corporation
William J. Wrigley, Jr. Company
Wilson Foods
Nancy Swift
REPRESENTATIVE CLIENTS
 Hoyt & Company
Sr. Vice President, Principal and Founding
Partner
 The Ryan Management Group
Managing Director 1993 - 1994
Director of Research & Consumer Analysis
 Glendinning Associates
Associate, Research and Analysis
 Town of Redding, CT
Selectman
 W.A. Krueger Company
Systems Consulting
 The Travelers Insurance Company
Rate Analyst
 University of Miami
B.S. Economics
Cum Laude
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Advo
Allergan, Inc.
American Media, Inc.
Ameritech Small Business Services
Ameritech Publishing Company, Inc.
Appleton Papers, Inc.
Avery Dennison
Bausch & Lomb
Breyer’s
Bristol-Myers/Squibb
Buena Vista Home Video
Calavo Growers
Campbell Mithun Esty
Cadbury Beverages
Catapult Marketing
Chesebrough-Ponds
Cigna HMO Division
ConAgra Foods
Dad's Products Company
Danone Groupe
Dow Brands
Eveready Battery Company
Evian Waters of France
General Mills
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Hakuhodo/Casio Electronics
Hormel
Kraft Foods
Marcal Paper Mills
Mars, Inc.
Microsoft Corporation
Mott's USA
Moosylvania Marketing, Inc
Nabisco
Nestle, USA
Obagi Medical Products
Ocean Spray
Pepsi-Cola Company
Pepsi-Cola General Bottlers
Philip Morris
Ralston-Purina Company
Revlon
Schering-Plough
Sealy, Inc.
Sprint
Stemilt Growers
TradeSource, Inc.
The Upper Deck Company
The Topps Company